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Eastern Mennonite university: 2010 Marketing Strategy

Eastern Mennonite university: 2010 Marketing Strategy. April Banks, Kevin Burnett & Travis Pettit. Core Competencies . Stewardship of resources Looking beyond the classroom; seeing life and career as a calling

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Eastern Mennonite university: 2010 Marketing Strategy

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  1. Eastern Mennonite university: 2010 Marketing Strategy April Banks, Kevin Burnett & Travis Pettit

  2. Core Competencies • Stewardship of resources • Looking beyond the classroom; seeing life and career as a calling • Experts in service: Forming long-lasting relationships with students through outstanding customer service & co-creating experiences • Flexibility: Programs designed to meet the needs of increasingly diversified and mobile students • Placing high value student contributions in the curriculum via life experiences

  3. Blue Ocean Strategy • Differentiate EMU from competitors • Values (Stewardship, Service, Relationship Building) • Quality of programs • Flexibility

  4. Marketing Strategy • Promote the following EMU programs to targeted market segments on the basis of service, flexibility, quality, cultural experience, and shared intrinsic values: • RN to BSN • ADCP & MBA • CJP • General Undergraduate Program

  5. Market Research • RN to BSN Target Market: • Current RNs, LPNs and Nursing Aids @ RMH & AMC • Eventually expanding to all Northwestern VA Harrisonburg/RockinghamNorthwestern Virginia RNs 790 2,090 LPNs 330 860 Home Health Aids 270 480 Nursing Aids 790 1600 The number of RNs and LPNs is expected to grow 21% between 2008 and 2018. - U.S. Bureau of Labor Statistics

  6. Market Research Cont. Winchester/Frederick RNs 1,320 LPNs 230 Home Health Aids 120 Nursing Aids 520 • Approximately 40% of Registered Nurses currently hold a BSN. The remaining 60% have received their certification via an Associates Degree or a hospital-sponsored certificate program. • As of 2009, all RMH nurses (RNs or otherwise) were given two years to obtain their BSN or face demotion or termination. • AMC and Winchester Medical Center are currently undergoing similar program changes. U.S. Bureau of Labor Statistics

  7. Marketing Research Cont. • CJP & General Undergraduate Target Market: • Mennonite Disaster Service Founded: 1950 Approximately 3,000 volunteers • Mennonite Central Committee Founded: 1920 Staff: 1,165 stationed globally, volunteer levels vary • Both organizations have strong connections to the Mennonite, Brethren in Christ, and Amish Churches • Both organizations share similar values with EMU and appeal to the same target demographic

  8. Marketing Research Cont. • ADCP & MBA Target Market: Harrisonburg/RockinghamNorthwestern Virginia Business/ Financial/ 11,940 22,860 Administrative There are approx. 34,000 individuals employed in the business sector in Northwestern Virginia. Only 27.2% of Americans over age 25 posses a bachelor’s degree and less than 8% possess a master’s. U.S. Bureau of Labor Statistics

  9. Positioning Statements • To working adults who need assurance that returning to school is a good decision, EMU is a liberal arts university that provides a caring and nurturing environment, encouraging you and responding to your individual needs all the way to your graduation day. • To high school graduates who have volunteered with a Mennonite organization, EMU is a liberal arts university with a caring community that will support you as you transition to your new role as a student and will continue to support you as you prepare for your next service adventure. • To working nurses seeking a BSN degree, EMU is a liberal arts university that is not only a leader in healthcare education, but also a flexible institution that understands how challenging it can be to return to school while working.

  10. Product Life Cycle Marketing • EMU’s stewardship initiatives follow the Scalloped Pattern • Stewardship is nothing new to us • Periodically we realize once again how important this value is to our organization and we ramp up our efforts anew • Each one of these cycles is a new “Scallop”

  11. Marketing Intermediaries • Parties such as: • High school guidance counselors • Local business HR departments • Local Chambers of Commerce • Mennonite service organizations Can be excellent partners and can help us get the word out about our programs at little cost.

  12. Hybrid Channeling • Will allow EMU to reach potential customers through their preferred methods of contact • Internet information allows access for those customers at a distance from the EMU campus. • Printed publications on specific programs can be made available at high schools and workplaces applicable to that market segment. • The Admissions department at EMU can be in direct contact with potential customers to provide more specific information and answer questions. • EMU can also host visitation dates where the public can visit the campus and learn more about the programs offered.

  13. Product Mix • Education • Specialization • Differentiation • Flexibility

  14. Service Mix • Education • Personalization/Building on experiences • Coproduction

  15. Pricing • Price Baseline • Price Discrimination • Pricing Value • Incentive/Partnerships

  16. Adaptive Learning • New Product/Service Development • Innovation Communication • Adaptation

  17. Adaptive Learning • Expansion of Marketing • Marketing Audits • Creating the Future

  18. Conclusion Questions?

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